Vliv guerilla marketingu na spotřebitele

Abstract

This bachelor thesis deals with the impact of guerrilla marketing on consumers. The theoretical part focuses on consumer behavior, its models, and influencing factors. It also describes consumer buying roles and the purchasing decision-making process. Guerrilla marketing is also characterized, including its types and tools. Subsequently, the differences between classical and guerrilla marketing are defined. Finally, two guerrilla marketing campaigns are analyzed in the theoretical part. The practical part describes the methodology of data collection and the analysis of a questionnaire survey, which involved 93 respondents (64 women and 29 men). From the results, the level of awareness of the term "guerrilla marketing" was determined, with 54.8% of respondents stating that they know it at least partially. The highest awareness was among women aged 15-24 who are students or employed. Respondents mostly encounter guerrilla marketing only occasionally, but still perceive it positively and see it as an innovative approach. Its greatest advantage, according to them, is grabbing attention. Based on these results, recommendations were proposed.